“In some ways, a vanity website might seem excessive. Williams is already a celebrity. Does he really need more press? At least seven media outlets cover the Nets on a regular basis. The difference is ownership: DeronWilliams.com is the one slice of the Web where he has total authority over what is written about him,” Cacciola notes.

Everything on the site — which was launched as a way to attract sponsors after Williams was traded to the then-New Jersey Nets in 2011 — is vetted by Williams and his representatives and serves to build his brand, his fanbase and his financial potential.

And just as Williams has used his own beat reporters to control his image with sponsors and fans, politicians might find some inspiration in using the same strategy to score points with donors, or even voters. Politicians looking for better coverage from the media may find Williams's strategy "pretty dope" indeed.